There are rumors floating that Twitter is considering allowing users to utilize emojis instead of hearts to react to tweets.
This move would certainly appeal to users, but the implications for advertisers are much greater. Sentiment analysis was a buzz term a few years ago, but quickly went out of vogue when companies realized how hard it was to discern between either way phrases like “sick” (i.e. “that vomit scene was sick” vs. “that back-flip was sick!”). Our analytics partner, Canvs, is one company that still makes this data meaningful and actionable for brands.
While it's tinkering, Twitter yesterday released a study measuring emoji usage in TV conversation and found that 14 per cent of all TV-related tweets in the U.S. contain at least one emoji character, up from 9.8 per cent in April 2014 when emojis were first introduced (April 2014 – July 2015).
The “face with tears of joy” emoji, which was also the Oxford Dictionary’s word of the year, is the most popular emoji used in TV tweets.
Here are the top 10 emojis used in all TV-related Tweets from the past year-plus:
Here are the top 10 emojis by genre:
The demo of emoji users in TV-related tweets skews young with with 86% of emoji users being 24 or younger and nearly half aged between 18-24.
Whether Twitter further integrates emojis into its products, it is almost certain that networks, brands, and advertisers are asking Twitter, Facebook, and messaging services for more information about their usage – whether an agency can swoop in and claim to make sense of this data is another question entirely.